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Marketing Promotions - Specificness Is The Key To Campaign Success
I have forever felt that merchandising promotions were broadly applied but not very well planned. Promotional marketing in a few ways is a pretty good idea for a wide array of things. You may give away pens, calculators, or other small gadgets with your brand name on it. This is a technique to spend little money on an advertising campaign this will produce some amount of name recognition. The subject of how effective these promotional merchandising campaigns are is open, though. If I open my pen cabinet, I will uncover dozens of promotional pens and erasers in there, but I couldn't name a solitary product offhand. Unless you sell a thing such as stationary which people associate with pens, these type of promotional giveaways are not a thing but a waste of money.
In my humble opinion - and I always tell my customers this - niche marketing promotions should only be done for unique purposes. Guerrilla marketing can work wonderfully depending on what sort of product you sell, but the niche marketing promotion must be carefully tailored. Just going out in to a public plaza and holding a contest or giving away a product will not generate any business for you at all. You have to think strategically.
One of my favorite places to do niche marketing campaigns is at clubs and bars. When people are drinking, they will do what they can to win anything. Whether you're giving away shot glasses, food, drink mixers, or just T-shirts, people will get excited about your merchandising marketing. If they get to come home with a souvenir of their night, they will forever correlate it with the fun of going out drinking with friends. This is what rewarding merchandising promotions aim to do - create those versions of positive associations around your product or brand name.
Hot summer afternoons are also a great time for marketing promotions. If you're willing to spend a few thousand dollars giving away free drinks in a crowded public thoroughfare, people will absolutely love you. Even if you are giving out something that doesn't strictly go along with the weather - such as a salty snack - people will still be thankful as long as they get a bit of water with it. If you can catch people at an unguarded moment, you can gain their brand loyalty before they even know what hit them. That's what rewarding merchandising campaigns are all about. Leave the brand-name pens at home!
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